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Top 10 YouTube ads in 2016: Mobile Strike’s Super Bowl 50 ad “Arnold’s Fight” ranks #1

Bloomicon / Shutterstock.com Half of the top ten most watched ads on YouTube this year were Super Bowl spots, including the No. 1 ad from Mobile Strike. The video game’s “Arnold’s Fight” ad featuring Arnold Schwarzenegger has generated more than a 100 million views since its February 7 Super Bowl release date.Mobile Strike’s ad gained steamed through the course of 2016. After not even ranking on YouTube’s top ten most popular Super Bowl 50 ads posted the day after the Super Bowl, the spot found its way to the top of the list for all ads in 2016 – beating out four other Super Bowl brands, including Hyundai’s “The Chase” which was the No. 1 most popular Super Bowl ad back in February.Other Super Bowl brands to make the list include Pokémon, Mountain Dew and Skittles. YouTube reports the five Super Bowl spots taking up half the list earned a combined 205 million mobile views, with 81 percent of watch-time happening on a mobile device.YouTube also broke down video views for its top ten mos…

4 things that can go wrong in an influencer campaign (and how to fix them)

Just as content marketing was on everyone’s lips a few years ago, 2016 was the year of “influencer marketing.” Working with content creators who have large social media followings to promote your brand is enticing and can be a great way to reach untapped audiences. But it’s not as easy as you think — and does not always go as planned.Even with the most strategic and well-planned influencer campaign, issues can arise. Here are a few problems that marketers may face and how to deal with them.1. You can’t find enough perfect influencersIt’s true that there are millions of bloggers and content creators out there, but it’s not always that easy to find influencers who fit your exact strategic specifications — perhaps those who live in a specific geographic area, have particular buying habits or have never touched a competitor’s products.How to prevent it: No one discovery tool will be perfect, because each one has a specific place in the influencer landscape. Use a variety of tools to searc…

Publishers are not detecting most ad blockers, says company behind new ad blocking solution

This week, marketing tech company Streamwize is releasing a new product to help publishers deal with ad blocking users. But, in preparing for its release, the San Francisco-based company said it discovered something essential:Publishers are only detecting a small percentage of the ad blockers used by their site visitors.The new product, Adtoniq, helps publishers detect blockers and then offers remediation, like asking visitors to disable the blocker or suggesting they subscribe to ad-less versions of content. And, the company says, it can detect nearly 100 percent of ad blockers, while it found that other detectors — notably the popular PageFair — detects only about 20 percent.[Read the full article on MarTech Today.]

via Marketing Land

What can your industry achieve with content? Here are results across 15 verticals

Whether you’re just getting starting with a content marketing strategy or you’ve been at it for a while, determining what success looks like can be tricky.Managing expectations about what your industry can achieve with content is crucial. For example, if you’re creating content for a universally loved topic, like travel, your content is probably going to have greater potential to achieve a lot of visibility than, say, content from a B2B software company.So just how high should you set the bar for content about your vertical?My team at Fractl recently looked at a selection of more than 340 of our past client projects to set benchmarks forcontent performance by industry. We categorized the campaigns into 15 different verticals:Health and FitnessTravelEducationEntertainmentDrugs and AlcoholPolitics, Safety, and CrimeSex and RelationshipsBusiness and FinanceScienceTechnologySportsAutomotiveHome and GardenPetsFashionWe analyzed each project’s engagement levels (the number of publisher feat…

The year in review: Top 5 MarTech insights and showstoppers

As we turn our eyes towards the new year and the next MarTech conference we have much to reflect on. The pace of change and adoption of marketing technologies continues to accelerate. And more than ever, marketing technology is playing a critical role in this time of massive upheaval and digital disruption.“Technology changes exponentially, but organizations change logarithmically.”-Martec’s Law, Scott Brinker, editor of chiefmartec.com and program chair of MarTech conferenceI thought it would be fun to wrap up this year with the top 5 highlights from our 2016 conferences to set the stage for what promises to be an incredible 2017.Number 5… Agile Organizations Take Flight.There’s a reason why the largest section of my book,Hacking Marketing,goes deep on adopting agile marketing — without an agile “management metabolism” in place, none of the other opportunities that marketing has to accelerate its innovation are possible.Go further by watching mychiefmartec TV discussion with Roland S…

Mobile ad viewability: what is it and does it matter?

Brand advertisers and their agencies only want to pay for mobile ads that are seen by a person. They do not want to pay for ads that are not ‘viewable’ i.e. they don’t render or are displayed where they are invisible; or for insufficient time to register the message.With brand advertising a mobile ad does not count as an impression and the advertiser thus should not be charged if:The ad is not seen by a real person;Because it fails to render or is displayed where it is unseen, e.g. below the fold, when the visitor doesn’t scroll; orIf there is insufficient time for the visitor to digest its message.• The first factor is an invalid impression, often caused by ad fraud. These were discussed in the previous two columns.
• Factors two and three are referred to as viewability, viewable ads or in-view ads and will be discussed in this column.
• Brand safety or brand adjacency – i.e. the placing of content next to appropriate content, will be discussed in a subsequent column.This viewability…

Report: iPhone sees sales gains though Android at 75 percent share globally

Android remains the dominant operating system globally, with a roughly 75 percent smartphone market share, according to Kantar Worldpanel ComTech. However, recent sales data reflects strong year-over-year share growth for the iPhone in most markets, with the notable exception of China.Kantar says that in the US the iPhone has seen its “strongest rate of growth [  ] in more than two years.” Android sales also grew around the world, declining however in the US market. Interestingly, according to Kantar, the Android trend in the US is one of year-over-year decline.In the EU’s top five markets Android holds a 75 percent share, with the iPhone at 21 percent and Windows holding on at 3.2 percent. In China, Android has a more than 80 percent market share, though the Chinese Android market is quite different from the rest of the world (third party app stores dominate vs. Google Play). Notwithstanding its overall Chinese market share, Kantar says the “iPhone 7 was the second best selling phone…

The truth about transparency in digital advertising

Look through the websites of technology providers throughout the advertising ecosystem, and you’re bound to see some variation of the word “transparent” as a key value proposition across many of them.My employer, Nanigans, is no exception. It’s presently a hot term for online advertising in general, particularly in light of a report on the subject from the Association of National Advertisers (ANA) earlier this year.But despite this seemingly industrywide alignment on messaging, there are widely disparate explanations for what transparency means for advertisers. A phrase like “cost transparency” can mean anything from a vendor-provided flat CPM paid on a daily basis to total visibility into individual ad CPMs.In a sense, vendors are giving the answer they know marketers want to hear (“We provide transparency”), but they neglect to define the questions relating to the problems they are solving; to-wit:The ability to accurately and objectively measure the cost of advertising (media cost …

Three major developments that will shape multi-channel marketing in 2017

How have the events of 2016 affected your advertising spend? Take our 10-minute survey to benchmark your performance against competitors – and enter our prize draw to win £100 in Amazon vouchers.With the huge range of different marketing channels available to marketers today, it’s more critical than ever to have a marketing strategy that covers a variety of different channels.A 2013 study by Multichannel Merchant and Neustar found that 35% of companies already market on multiple channels, and a further 27% had plans to implement a multi-channel strategy in the near future.Among the customer touchpoints that the study’s respondents considered most critical to their organisation were search engines, cited by 61% of marketers; mobile, cited by 54% of marketers; and social media, cited by 53% of marketers.2016 has been full of developments that will have a huge impact on the way that marketers approach these channels in 2017 and beyond. So as we close out the year, what are some of the ma…

How Facebook’s measurement errors have impacted marketers’ trust

Facebook’s string of measurement errors disclosed since September has some marketers shook up, even if those marketers weren’t directly affected by the social network’s messed-up math.Soon after Facebook announced in November that it had been overstating Page posts’ organic reach, digital agency Blitz was pitching a client on a Facebook campaign idea to make people more aware of the brand. That meant being able to measure how many people were exposed to the campaign, including those who organically saw the ad because a friend shared it or commented on it even though those impressions were free. This brand had never been exposed to erroneous organic reach measurements by Facebook, according to Blitz’s director of social, Kevin Wright, but it was worried anyway.The brand’s team “came back and said, ‘Hey, I’m very concerned. Should we continue to spend these recommended dollars on Facebook with the awareness objective given reach may be off?’” said Wright. “That was definitely a hurdle.”…

Four predictions for email marketing in 2017

Here’s what will happen with email in 2017:Nothing.Nothing is going to change until we as marketers change how we think about email.Look at the last 10 years or so. The email-marketing industry has not seen the explosive growth of other advertising media, such as social, apps, wearables, artificial intelligence and machine learning.Those areas have taken vast leaps forward that enabled marketers to deliver more consistent, personalized messages to their customers. Advertising platforms like Google and Facebook abandoned cookies in favor of being able to identify the consumer individually.We’ve seen advancements everywhere except in email. That’s why I see nothing changing in email in 2017 until we rethink our approach to email.If you’re not willing to do that, you should stop reading right now. Unless you want to see what could come your way if you invest a few more minutes.Four predictions for 2017I hope to see more marketers become “first-person” marketers. They’re the ones who will…

‘Tis the season to optimize search bidding

If you manage paid search marketing and your business is retail, the weeks between Thanksgiving and Christmas probably don’t give you much time for sober reflection. Retail is intensely seasonal, and that is as true online as it is in stores. Search engine marketers generally understand the pattern, but they vary widely in how they choose to respond to it.One response is simply to ride the season out – to assume that competition among retailers will intensify during the holidays, driving everyone’s paid search bids higher, but that otherwise competitive patterns won’t deviate much from non-holiday conditions. This approach assumes that during the holidays, and other key buying seasons, the crucial difference is one of volume. Defending an established search market share will get more expensive, but other changes in the market dynamic will even out over the course of the year.But such a strategy overlooks the increasingly frequent pattern of market disruption. A new entrant in any give…

TAG awards first “Certified Against Fraud” seal to 14 digital advertising companies

An cross-industry group formed to fight fraud in digital advertising announced the certification of the first set of companies for meeting anti-fraud standards Wednesday.The  Trustworthy Accountability Group (TAG) awarded the “Certified Against Fraud” seal to Amobee, comScore, DoubleVerify, Dstillery, Google, WPP’s GroupM, Horizon Media, Integral Ad Science, Moat, Omnicom Media Group, OpenX Technologies Inc., ProData Media, Rocket Fuel Inc. and sovrn.“The initial recipients of the TAG ‘Certified Against Fraud’ Seal represent the connective tissue of digital advertising, including the world’s largest publishers, ad agencies, and ad tech providers, and they have helped establish the TAG seal as the gold standard in the digital advertising ecosystem,” Mike Zaneis, CEO of TAG in a statement.Each company had to meet standards specific to the role it plays — direct buyer, direct seller, fraud vendor, or intermediary — in the digital advertising supply chain. TAG’s goals is to eliminate frau…

Chrome 55 for Android Heralds With Downloads for Offline use

Chrome 55 is a major update to the chromium browser and the update comes with some laudable features for Mac, Windows, Linux and Android. In a bid to pull the plug on flash the browser is based on HTML 5 by default. The offline viewing feature is something that Chrome Browser users would instantly fall in love and along with that Google claims to have ended the resource hogging nature of the Chrome browser.The new save icon on the top of the menu will now let Chrome users save the entire page along with the text and the images. The audio and the video items on the web page will come with a save icon that will let you start the download in the background. The Downloads screen will now give access to the saved content which also includes the media files.The content is aggregated on the basis of its type, for instance, web pages are stored in Pages section while the Video, Audio, Images, and Documents get a section of their own. Also, users can share the downloaded items without actually…

Why the Fitbit-Pebble Acquisition Could be the Best Thing to Happen for the Smartwatch Market

The smartwatch sales have been lackluster in the recent months. OEMs have failed to perceive and acknowledge what a wearable should do and why people should spend hundreds of dollars on it. As a result, manufacturers have sustained slumping quarters and are unable to mend the core issues due to the limited technology. Subsequently, Google has delayed its Android Wear update followed by the major hardware partners retracting their plans for an upgrade next year. Leading fitness-oriented companies such as Jawbone too are looking for buyers.However, two names have still managed to stay above water level, namely Apple and Fitbit. While, the former benefits from its tightly integrated ecosystem of services and faithful customers, the latter provides an impeccable experience for fitness enthusiasts. Although, the Apple Watch is losing share everyday and its numbers have plummeted by almost 70% in the third quarter of 2016 which is mostly due to the expensive price the Cupertino giant asks f…